Loyalty will pay off when generation settles down

9:41 PM,
Nov. 16, 2013

Alaa Maghathe of Monfort Heights shops in the millennial-aimed Impulse department at Macy's in Kenwood.

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Macy's is reaching out to a newer, younger shopper: the fickle, financially insecure 13- to 30-year-old whose sales are essential for a happy holiday shopping season and beyond.

Although still in the early stages, a growing roster of so-called Millennial merchandise gave Macy's an edge to beat Wall Street expectations last week, executives said.

Many of the new lines are still available only at a quarter of Macy's stores, but strong early sales are prompting the Cincinnati-based retailer to roll them out to more locations starting next year. ...